Role Type: Growth Strategy + Performance Marketing + Analytics

Primary Focus: Social Media Growth + Lead Generation + Budget & Spend Optimisation

Role Purpose

Own and build the company’s digital growth engine across LinkedIn, YouTube, Instagram, Facebook, Google and other relevant platforms.

The primary focus of this role is to grow followers and subscribers, increase digital reach and engagement, generate qualified leads through Meta and Google Ads, and optimise digital marketing spend based on performance and ROI.

Work closely with the existing Content, Design and Video teams to turn content into measurable audience growth, engagement, qualified leads and business growth.

The role also owns digital budget planning, spend analysis and optimisation, with final spend approval retained by the Founder / Head of Digital Marketing.

Key Responsibilities:

• Growth Strategy: Develop and execute digital growth strategies with measurable monthly and quarterly targets.

• Social Media Growth: Grow followers, subscribers, reach and engagement across LinkedIn, Instagram, YouTube, Facebook and other relevant platforms.

• Audience Growth: Develop strategies to continuously increase the company’s digital audience and build relevant communities.

• Platform Strategy: Develop platform-specific strategies based on algorithms, audience behaviour, content formats and distribution mechanics.

• Content Distribution: Work with Content, Design and Video teams to optimise topics, hooks, headlines, thumbnails, formats, CTAs and publishing schedules for better reach and engagement.

• Meta Ads: Plan, execute and optimise Meta Ads campaigns for lead generation, including audience targeting, retargeting, creative testing and lead quality optimisation.

• Google Ads: Plan, execute and optimise Google Ads campaigns for lead generation and improve campaign performance based on CPL, CPA and conversion rates.

• Lead Generation: Build and optimise the digital funnel from ad → lead → qualified lead → business conversion.

• Analytics & Reporting: Track and analyse reach, engagement,



follower growth, subscriber growth, website traffic, leads, conversions, CPL, CPA, CAC, ROAS and revenue contribution.

• Experimentation: Run A/B tests and growth experiments across social media content, creatives, audiences, ad copy, campaigns and lead-generation funnels.

• Budget Planning: Plan digital marketing budgets across platforms, campaigns and growth initiatives based on business objectives and expected ROI.

• Spend Analysis: Analyse planned vs. actual spend, CAC, CPL, CPA, ROAS, conversion rates and revenue contribution; identify inefficiencies and opportunities.

• Forecasting & Allocation: Prepare monthly and quarterly spend forecasts and recommend budget allocation or reallocation across Meta, Google, LinkedIn, YouTube and other channels.

• Spend Optimisation: Recommend increasing, reducing, pausing or shifting investment based on performance data.

• Spend Governance: Present budget and spend recommendations to the Founder / Head of Digital Marketing for review and approval. Material changes to approved spend require approval.

• AI & Marketing Technology: Use AI, automation, APIs, analytics and marketing technology to improve growth, measurement and productivity.

• Market Intelligence: Monitor competitors, industry trends, platform changes and emerging opportunities to identify new growth opportunities.

• Cross-functional Execution: Work closely with Content, Editorial, Design, Video, Technology, Product and Sales teams.

SEO & ORGANIC GROWTH

Advanced SEO expertise is not required for this role.

The candidate should have a basic understanding of SEO, keyword research, organic search, Search Console and on-page SEO fundamentals.





The primary focus of the role is social media growth and paid lead generation, rather than technical SEO.

Key Success Metrics

- Follower Growth – LinkedIn, Instagram & other platforms
- YouTube Subscriber Growth
- Social Reach & Engagement
- YouTube Views & Watch Time
- Website Traffic & Qualified Digital Leads
- Lead-to-Business Conversion
- Meta Ads Lead Generation Performance
- Google Ads Lead Generation Performance
- CPL / CPA / CAC
- ROAS / Marketing ROI
- Successful Growth Experiments
- Digital Revenue Contribution
- Budget Utilisation & Spend Efficiency
- Actual vs. Budget Variance
- Revenue / Business Generated per ₹ of Digital Spend

Ideal Candidate

We are looking for a Growth Marketer + Performance Marketer + Data-Driven Digital Strategist, not simply a Social Media Manager.

- Proven experience in Digital Growth, Growth Marketing, Performance Marketing or Digital Marketing.
- Proven track record of growing followers and subscribers across LinkedIn, Instagram and YouTube.
- Hands-on experience in Meta Ads and Google Ads, particularly for lead generation.
- Robust understanding of digital funnels, audience targeting and performance marketing.
- Strong analytical and data-driven thinking with ownership of measurable outcomes.
- Experience with Google Analytics, Meta Ads Manager, Google Ads, YouTube Analytics and social media analytics.
- Strong understanding of platform algorithms, content distribution and audience behaviour.
- Experience with A/B testing, experimentation and conversion optimisation.
- Comfortable with AI, automation, APIs, dashboards and marketing technology.
- Ability to translate campaign and audience data into actionable growth and budget decisions.
- Basic SEO knowledge is sufficient; advanced SEO expertise is not required.

Decision and Governance The Growth Engineer owns digital growth execution, social media growth, paid campaign performance, lead generation, spend analysis, forecasting, optimisation and budget recommendations.

📌 DIGITAL MARKETING GROWTH ENGINEER (Hyderabad)
🏢 Cantellat Solutions
📍 Hyderabad